Crowds cheer on Lincoln Avenue as racers pass during the USA Pro Challenge in 2013. After a slight slip in Steamboat's net promoter score, the Steamboat Chamber Resort Association is spearheading a new customer service program to help move the needle back up.

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The latest intercept survey of about 2,730 summer visitors found that the city's net promoter score, a measure of how likely people will recommend Steamboat as a destination to their family and friends, fell a bit since the last time it was measured in 2010.

As the motorcycles ferrying photographers buzzed down Lincoln Avenue ahead of the racers, people rang more than a thousand cowbells passed out as schwag and others beat their inflatable batons on the advertising panels lining the course.